Top Elevator Stories
Elevators have played an essential roles in dozens of movies over the years. This museum features top elevator "stories" in movies. There is a video played in the museum at all times, along with temporary exhibits about specific movie elevators.
Everyone has had that time in an elevator that was just completely awkward. Maybe you bumped into an ex-lover, or maybe it was that girl from class whose name you can't ever remember.
The AWK App is an extension of the Elevator Museum that documents all #awkward tags on social media in one place. There is also a direct relationship to the museum where participants can tag #AwkSelfieEM in the museum’s elevators to see people who have also been in there.
The first step in this process was researching elevators. What are they literally? What are they abstractly? What emotions can be associated with them? Some of the things I started thinking about was elevators as illusions, and the way they reveal the unknown. Here is an example of some of the word associations I came up with, along with imagery inspiration.
After thinking about elevators for quite some time, I started sketching in my notebook and came up with dozens of logos expressing different ideas.
When looking at all the logos together, I realized which concepts were the strongest and explored them further digitally.
I finally chose the identity and started creating the brand itself. Some assets felt appropriate to the branding, while others felt like they did not belong.